Kanye West’s 2XU Sydney launch last Saturday has been termed a failure after it was shut down after just 45 minutes because customers failed to turn up to buy his biker shorts.
The expectation was that fans would queue up at the Oxford Street store to purchase the $550 neoprene leggings and $500 bike shorts that had been advertised by Kanye’s wife Kim Kardashian on Instagram. But that wasn’t the case.
When customers failed to show up, management decided to shut the launch down after less than an hour.
A spokesperson for 2XU told Fairfax that the activation was not shut down due to a lack of customers, but rather “a change of direction”.
“There’s been a change of direction from head office and unfortunately the event has been cancelled,” the spokesperson said.